The oil giant has filed suit in Houston claiming that the "FXX" logo rips off the trademarked Exxon brand. Both logos prominently feature joined double Xs.

Exxon says that causes confusion among consumers and makes it look as if FXX -- which launched Sept. 2 and is the baby sibling to the established cable network FX, both part of Rupert Murdoch's News Corp. -- is affiliated with Exxon.

FXX is scoffing at the oil company's claim, according to this Variety story reporting on the matter. (A network spokesman did not immediately return an email from Show Tracker.)

"It is unfathomable that a consumer would confuse Exxon’s logo, from the world’s largest oil and gas company, with FXX, the new network that brings viewers such award-winning original television as 'It’s Always Sunny in Philadelphia' and 'The League,' to name a few," FXX said in a statement. "We are confident that viewers won’t tune into FXX looking for gas or motor oil and drivers won’t pull up to an Exxon pump station expecting to get 'It’s Always Sunny in Philadelphia.'"

Did you like how FXX worked plugs for its shows into its response? Those people are PR pros, you have to give them that.

What do you think? Were you wondering why your nearest Exxon station doesn't have a "Wilfred" kiosk?